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You have built and transformed various fashion brands. In your view, what are the most important aspects for building and sustaining a brand? I feel to build any fashion brand the foundation should be based on a clear fashion philosophy. It also has to be a very balanced mix of aesthetic and business. Once you have that established, you can incorporate trends as and when needed. I have always infused my inherent fashion sense into every brand I've launched and thankfully, so far it has been very well received. What is your take on the fashion business landscape of Pakistan? With a very young and vibrant population, I feel the business of fashion can only grow and prosper in Pakistan. However, the customer is very discerning, as they are now very clued into global trends, so brands must remain current. Wh do you think it takes to succeed in the What business of fashion in Pakistan? You have to be able to marry your ideas and fashion philosophy to a clear sense of business direction. In this sense, you have to develop a very sound marketing strategy. The best of products can escape recognition if presentation is poor. Hence, design is as important as packaging. For a design house particularly, you have to have a clear vision pa and strategy to translate that into a solid product. Business of fashion involves introduction and selling of ideas, not necessarily completely new, but definitely freshly executed. Sustainability remains another cornerstone in this business. You cannot be a flash in the pan phenomenon, hence a long term business plan must be in place with an intent to stay the course.

Profile for Startup Guide

Startup Guide Issue 6  

In our sixth issue, we talk to the master brand builder, Khadijah Shah of Élan and Zaha. The serial entrepreneur was behind turning around S...

Startup Guide Issue 6  

In our sixth issue, we talk to the master brand builder, Khadijah Shah of Élan and Zaha. The serial entrepreneur was behind turning around S...